ANALYSIS OF ERGONYM SIGNBOARDS FROM THE PERSPECTIVE OF COGNITIVE APPROACH

ANALYSIS OF ERGONYM SIGNBOARDS FROM THE PERSPECTIVE OF COGNITIVE APPROACH

Author:  Е.А. Kozlova

Affiliation:  Vyatka state agricultural academy

Abstract:  The article notes the failure, the inferiority of implementing the pragmatic approach in isolation from the cognitive and discursive in searching the effectiveness criteria of public business discourse strategies, namely, in creating a brand name.
The author believes that in the choice of words it is necessary to focus not only on well-established schema of lexical meanings, not only on the phonetic image of the word, but primarily on the chains of associations of potential customers who are often irrational, spontaneous and logically inexplicable, since the conceptual sphere is a system of concepts, ordered or not ordered. Otherwise, the results of linguistic creativity, phonosemantic modelling and other methods of selecting the category can be the opposite to the expectations of producers. In addition, these chains must be checked for connection with the product, positive connotations and crossing the Gestalt of precedent phenomena by way of polling.
The conclusion is made about the possible responses of addressees, when excessive creativity or obscurity makes their system of expectations a little intense. The best way to get rid of the instability is, instead of issuing a directive concerning the immersion or making advertising, to try to discard the irrelevant information and to choose something less original but understandable.

Keywords:  ergonym, concept sphere, efficiency criteria, linguistic creativity

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